GO
Art Center College of Design | Pasadena, California | Learn to Create. Influence Change.

ADVERTISING

 

4th Term Review (ADT-250)

Required for all 4th term Advertising students. Portfolio review & successful review by Dept Chair.

Prerequisite: n/a
Course Credit: 0

6th Term Review (ADT-350)

Required for all 6th term Advertising students. Portfolio review & successful review by Dept Chair.

Prerequisite: n/a
Course Credit: 0

Ad Agency Ethics (ADT-260)

This course explores the ethics, morals, personalities, behaviors, and career techniques of advertising's legends across the ages. The intention is to provide a creative perspective on the underpinnings of creative leadership decisions being made to engage or disengage movements, industries, clients, an isolated assignment, and the larger professional community. Although history will provide a large terrain with which to illustrate personal values and beliefs, we will consistently reframe the past dilemmas onto today's conditions to give students reference for their upcoming careers. Engaging in weekly "War Game" scenarios, students will all be placed in the line of "Live Fire" with regard to professional issues: client complexities, market turbulence, agency conflict, and the realm of the personal. Students will develop a framework on which to make informed ethical decisions and a skill set forbuilding socially conscious, focused brand voices. Open to all majors.

Prerequisite: ADT-250 4th Term Review
Course Credit: 3

Ad Agency Roadshow (ADT-330)

In this class students will learn the future of the Advertising business and their relationship to it through a series of advertising agency visits. Open to 6th, 7th and 8th Term advertising students, each week students will take guided field trips to some of LA's top advertising agencies and be exposed to a wide range of practices and cultures of the advertising business. Afterwards their portfolios will be reviewed by top creative talent at the agency of the week. Spanning small, mid-sized and large agencies, students will get a first hand look at a variety of individual agency environments, gain perspective on the type of agency that would best suit them upon graduation and gain valuable networking contacts with industry professionals.

Prerequisite: ADT-250 4th Term Review
Course Credit: 3

Admersion (ADT-298)

This class is an introduction to the world of advertising. It will highlight publications and sites to visit; award shows; best agencies; best current work; career paths; best grad books/sites; work ethic required and work process.

Prerequisite: n/a
Course Credit: 0

Advertising Competition Course (ADT-421)

In this studio course, advertising students will create entries for advertising competitions. Students will develop their entries individually or on self-selected teams (as permitted by competition rules), but will meet as a class for strategy development, brainstorming, mutual critique, and feedback from faculty. This course requires the students to enter the advertising competitions.

Prerequisite: ADT-251 Advertising Concepts 2
Course Credit: 3

Advertising Concepts 1 (ADT-201)

This course provides an introduction to the fundamentals of advertising with emphasis on conceptual process and development, and basic advertising methodologies and techniques.

Prerequisite: Take ADT-152 Art Direction 1
Course Credit: 3

Advertising Concepts 2 (ADT-251)

This is a beginning course that builds on the information from Advertising Concepts 1. Emphasis is on the application of conceptual advertising principles and design. Research, copywriting and marketing knowledge are applied to advertising assignments.

Prerequisite: Take ADT-201 Advertising Concepts I
Course Credit: 3

Advertising Concepts 3 (ADT-301)

This intermediate-level course emphasizes the definition of target audience, marketing objectives, and the development of specific creative briefs through to finished comprehensives.

Prerequisite: ADT-251 Advertising Concepts 2
Course Credit: 3

Advertising Internship (ADT-900)

Approved internship coordinated through Career Services.

Prerequisite: n/a
Course Credit: 0

Advertising Lab 1 (ADT-351)

Teaching advanced concept skills with an emphasis on campaign development, strategic thinking, writing, layout and design. Students will get tools that will help them produce advertising ideas guided by strategic framework. They will gain insights into the largely unconscious nature of the creative process.

Prerequisite: ADT-303 Integrated Advertising
Course Credit: 3

Advertising Lab 2 (ADT-401)

Students will consider the development of projects in both traditional and non-traditional media, from ad campaigns to television commercials. The objective of this class is the establishment of a finite conceptual direction, the blueprint of a project.

Prerequisite: Take ADT-351 Advertising Lab 1
Course Credit: 3

Advertising Lab 3 (ADT-451)

This course will review past work and assign new projects that will focus on categories that will complete the finished portfolio. Discussions will cover present advertising trends and current agency activities. There will be special emphasis on preparing and perfecting all concepts through to final photography, illustration and copy application. This class in conjunction with the Portfolio Studio class is the culmination of all work that will complete the final portfolio.

Prerequisite: Take ADT-401 Advertising Lab 2
Course Credit: 3

Agency (ADT-404)



Prerequisite: TAKE ADT-351;
Course Credit: 3

Art Direction 1 (ADT-152)

First basic course in a consecutive sequence of three classes. This class is about creating imagery that breaks with the conventions of time, viewpoint and content, not advertising protocol. Emphasis is on the transformation of ideas into images, and effective communication that occurs when an idea produces an image that is perceived and understood by an intended audience. While art direction is the focus, studens will have opportunities to concept ads. Cousre material focuses on the early works of Doyle Dane and Bermbach, the agency which began the ?Creative Revolution? during the '60s and still exists today.

Prerequisite: Take ADT-109 Communication Design 1
Course Credit: 3

Art Direction 2 (ADT-252)

Second intermediate course in a consecutive sequence of classes. Special emphasis is placed on final art direction and copy. Students are encouraged to collaborate with other disciplines such has Photography, Graphics and Illustration to prepare their advertising concepts for portfolio consideration.

Prerequisite: ADT-152 Art Direction 1
Course Credit: 3

Basics of Video Production (ADT-176)

Students will learn how to shoot, direct, art direct and edit short narrative film. The class will also explore the impact of sound in a production. Students will learn the basics of cinematic structure and how to storyboard an idea to produce an effective, visually compelling moving image piece. The first project is highly structured to give students the experience and skills to then develop their own vision in the final project. The class uses Premier Pro as the editing software.

Prerequisite: n/a
Course Credit: 3

Brand Monkey (ADT-382)

Brand Monkey is a trans-disciplinary class dedicated to developing a character, toy or product from scratch and building a brand around it. Open to advertising and illustration majors, students will work together in groups of two to develop a visually striking product and unique promotional tools that transcend traditional marketing models. Students also gain experience managing their own design teams and collaborating using their areas of expertise. The class will explore new ways of approaching clients and reaching the public through a mixed media grab bag of engaging branding solutions that will evolve spontaneously - determined by the personality of the character. Field trips: Giant Robot (Asian-American Pop culture store) to speak with owner Eric Nakamura. Discussions about campaign life spans and celebrity collectors of latest designer toys, urban vinyl and art toys. Ugly Dolls to meet with owner David Horvath. How to infest the world with your plush. Guests: Jesse Franks, instructor at Art Center in the product dept. Jason Grode, publicist and agent who will talk about legalities of licensing and how to get product out there. Final: Students will finish this class with a fully developed toy, character or product and a robust and wide ranging integrated branding campaign, which may include any form of communication that propels the brand ? traditional, alternative and ones you may need to invent.

Prerequisite: n/a
Course Credit: 3

Cmmrcl Phtgphy for Art Dir (ADT-208)

Learn the necessary skills and terminology to work with a commercial photographer. Skill sets students will learn in class include: lighting in studio and on location; pull permits, model releases, location documents, insurance; cast & direct talent,agents, stylists; copyright and watermark; budgeting and costs; estimates and invoice; cataloging & managing digital files; working with the digital camera; delivery of final artwork; lens ration.

Prerequisite: INT-108 Basics of Photo
Course Credit: 3

Comm Design 3: Narrative (ADT-222)

Introduces narrative sequence through temporal or spatial means. Messaging in 3 moves or more (images, screens, pages, sentences) or in 3 dimensions. Media agnostic (students may choose an appropriate medium/method). Builds on CD1+2 but adds serial/multiple communication. Deals with series/stories/sequences/choices/transitions. Project types: Messaging in sequence. Multiple pages or screens. Image or language sequences. Storyboards. Interaction or navigation choices. More complex grids. Multi-page documents. Motion.

Prerequisite: Take ADT-109 Comm Des 1
Course Credit: 3

Comm Design 4: Transmedia (ADT-332)

Course description and learning outcome: Developing a graphic voice for client or message. Consistency of voice through different media/contexts. Importance of design as editing (research, content forms) and designer as author of content. May involve branding. More complex problems than CD 1, 2, 3. Media agnostic. Opens up to communicating solutions in print, packaging, motion, interactive, environmental, 3D. Project types: Longer more in depth projects, 1 or 2 per term. Possibility of student-generated projects aligned to their individual interests or in collaboration with work in another class. Maybe all students work on a different project. ie. A theme is given but they must develop/generate content themselves.

Prerequisite: Take GPK-222 or ADT-222 Comm Design 3
Course Credit: 3

Communication Design 1 (ADT-109)

This class covers historical aspects of the advertising and graphic design fields, as well as addressing communication strategies including the effective use of metaphors, iconography, idioms, allegories, cliches and methodologies. The nature of symbol and cultural essence are considered in assignments where the dynamic role of image, photography or illustration is stressed. Problem solving and conceptual thinking are strongly emphasized, as are the development of philosophical and professional attitudes related to the role of the designer as interpreter of society and promoter of products and services. This course provides an intensive introduction to both the creation and critique of original ideas.

Prerequisite: n/a
Course Credit: 3

Conceptual Sketching for Advt (ADT-111)

In this seven week course, students develop the skill sets necessary to communicate concepts clearly and effectively. Each week students are introduced to core fundamentals that provide solutions, depth and clarity and employ them in classroom excercises that provide insight into technique and usage. Topics covered include overviews of: " Sketching - Comping of people, places, and objects " Perspective - Creating accurate space and dimension in indoor and outdoor environments " Composition - Using size and placement effectively to support and enhance concepts " Lighting - Employing directional, ambient and mood lighting to create tone and mood " Color Theory - Understanding how to control and use the elements of color " Process - Learning how to dissect explore, and solve problems systematically " Visual Communication - Guiding principles that tie everything together and serve to support and enhance content and message

Prerequisite: ADT-250 4th Term Review
Course Credit: 3

Copywriting 1 (ADT-253)

This is the first class in a consecutive sequence of three writing courses. Course material provides an introduction to the craft of advertising copywriting and gives students a basic understanding of the copywriting process as it applies to advertising.

Prerequisite: Take ADT-201 Advertising Concepts I
Course Credit: 3

Copywriting 2 (ADT-352)

An advanced understanding into the craft of advertising copywriting. Assignments given is to reinforce/teach students about the importance of presenting information clearly, provocatively and memorably.

Prerequisite: ADT-253 Copywriting 1
Course Credit: 3

Crashvertising (ADT-299)

This intense immersion course, meeting a full day for multiple days, allows students to experience the pace and intensity of working in a real-world advertising agency. Led by an eminent creative director, students will work on multiple assignments on a range of media, both traditional and non-traditional.

Prerequisite: Take ADT-251 Advertising Concepts 2
Course Credit: 3

Creative Process (ADT-302)

This is the second class in a consecutive sequence of three writing courses. Students will learn techniques for solving advertising problems in unique ways, and develop non-traditional portfolio pieces.

Prerequisite: ADT-109 Communication Design 1
Course Credit: 3

Digital Basics: Lynda.com (ADT-102)

Online Lynda.com course.

Prerequisite: n/a
Course Credit: 1

Digital Design 2 (ADT-151)

Designed to ensure digital literacy in the areas of vector vs bitmap graphics, typography basics & color output & integration for print & web, which are topics covered in detail. The main topics of this course are based on basic to intermediate level skills in Photoshop, Illustrator, output for print & web.

Prerequisite: n/a
Course Credit: 3

Digital Narrative (ADT-254)

This course provides an introduction to the design and conceptual process of creating television commercials. Focus is on the technical, as well as the emotional content of various commercial formats through storyboard design.

Prerequisite: Take ADT-201 Advertising Concepts I
Course Credit: 3

Digital Video Production (ADT-340)

From agency creative to finished product, this class will expose you to the business of commercial, film, and new media production. Understanding the process from what it is directors do all the way to editors and cinematographers, each week we will explore different divisions of filmmaking starting with pre-production, then to production where we make commercials, and finally to post production. The class will be formatted as a seminar, and as such students will be encouraged to participate in the discussions as industry professionals focusing on interpersonal relationships responding to current demands, trends and innovations. Each week a different topic will be covered such as 'The Actor' or 'The Agency Producer' so that students will gain intimate real world experience and the ability to add tools to their creative arsenal. In the production phase students will learn the basics of production and will shoot their own demonstration commercials. Hands on instruction will be given as to camera angles, blocking, editing, sound and basic acting to insure the narrative of storytelling is evident in the work. We will also watch each student's dailies as well as professional dailies to help students develop a better understanding of the commercial narrative process and to refine their work. Through the use of guest lecturers that are experts in their fields and first hand accounts of the business, we will encourage imagination as we learn the traditional model of the past in order to define a new future.

Prerequisite: INT-176 or ADT-176 Basics of Video Production
Course Credit: 3

Dynamic Typography for Adv (ADT-230)

This course explores the power of expressive typographic design within a digitalframework. Students will use a design focused approach to build their core skills at deep typographic mastery within a constantly evolving digital landscape. The platforms will include interaction design for desktop, mobile, and motion storytelling. We will also focus on rapid prototyping - buildingquickly to test ideas with the same demand of fidelity as the real world requires. This will be a bootcamp of practical design skills where we equip advertising students with fluency in Adobe inDesign, Edge, Muse, After Effects, Illustrator, Premiere Pro, and Keynote. Students will produce projects that engage traditional and innovative design programs to create type solutions that speak to the intended audience and brand intention with immediacy and effectiveness. Open to all majors.

Prerequisite: ADT-250 4th Term Review
Course Credit: 3

Film Sell (ADT-345)

From concept to execution, this class will explore the working relationship between the Ad and film worlds. We will focus on building strong creative forces where the strengths of each major will compliment each other and build a portfolio level piece. The class will be broken into creative teams made up of ad and film majors. The students will have the opportunity to choose their own client that they will create an ad for. At each step of the way faculty will be providing guidance.

Prerequisite: ADT-340 or INT-176 or ADT 176 or FIL-253 or SBC-611
Course Credit: 3

Guided Study Studio (ADT-976)



Prerequisite: n/a
Course Credit: 3

Integrated Advertising (ADT-303)

This is an interdisciplinary project class that works with other disciplines in a studio situation to create collaborative solutions to design and advertising problems. This studio may occur within the context of a sponsored project or other interdisciplinary working arrangement.

Prerequisite: ADT-251 Advertising Concepts 2 ADT-250 4th Term Review
Course Credit: 3

Interactive Design & Dev 1:WEB (ADT-155)

This class is an introductory exploration of the concepts and technologies in web design. Using largely static content, the student learns how to design and build a site of a promotional nature that is respectful of the communication objective while being visually distinctive and engaging.

Prerequisite: n/a
Course Credit: 3

Intro to Digtl Photgrhy&Lghtg (ADT-240)

This class develops student's understanding the basic principles of digital photography specifically in relation to the advertising industry. Students will be given weekly demos and assignments ranging from camera operation, art direction, styling, in-door and out-door lighting to digital image manipulation, color correction and retouching.

Prerequisite: n/a
Course Credit: 3

Intro to Social Media (ADT-355)

Intro to Social Media Course Description: In this introductory course students will get hands-on experience with digital forms of engagement and will learn how to use a wide range of social media tools. After completion of this class, students will have the necessary knowledge and skill sets required to launch an effective digital engagement campaign across multiple Internet based platforms - including how to develop and implement a goal-based social media strategy, create a digital presence in an HTML5 environment that capitalizes on SEO and Keyword strategies for the Internet and create and implement a meaningful Facebook, Youtube and Twitter presence. Additionally, students will understand how to create and maintain a blog, how to capture and edit digital video and develop motion graphics for the small screen, how to distribute content via multiple channels and engage and create a participatory community around digital content that drives traffic to flashmobs, concerts, and pop up stores. And finally, students will understand how to develop and implement social media campaigns for PR and self-promotion, integrate social media in experiential production plans and how to capture and broadcast compelling content online with minimal or no budget.

Prerequisite: ADT-250 4th Term Review
Course Credit: 3

Narrative Imaging (ADT-161)

This course will enable students to use photography and videography to effectively capture situations and to unleash the narrative and symbolic potential of images. The course starts by creating a narrative with stills and ends with creating a narrative with motion. Students will learn: storytelling from narrative single images to a multi image narratives and photo essays; how to understand meaning in photographs; compositions and cropping; original and found images (photo editing); art directing and how to conduct a photo shoot. This class teaches the art of the storyboard as a powerful story-telling device used in motion graphics.

Prerequisite: n/a
Course Credit: 3

Portfolio Studio (ADT-452)

Emphasis is on the development of advertising pieces for the finished portfolio. All aspects of photography, design and typography are finalized. Students also complete personal I.D., Letter head, Bussiness card, resume, website and leave behind. 160

Prerequisite: Take ADT-401 Advertising Lab 2
Course Credit: 3

Presentatn Techniques for Advt (ADT-331)



Prerequisite: n/a
Course Credit: 3

ShootSell (ADT-325)

In this cross-listed course, Advertising majors and Photo majors will work together to concept, develop, refine, and complete photo-driven advertising campaigns. Advertising students will learn more about "thinking photographically," and explore ways in which photography can help them generate a wider and richer range of concepts, and train them in thinking more visually. Photo students will learn more about "thinking conceptually," and how they can apply their skills as photographers to solve communication problems in original and effective ways. The studio will be modeled on professional practice, with students working in art director/photographer teams to complete a number of portfolio-level assignments.

Prerequisite: Take ADT-251;
Course Credit: 3

Studio Independent Study (ADT-975)



Prerequisite: n/a
Course Credit: 3

Typography 2: Structure (ADT-153)

Type 2 is a rigorous introduction to the fundamentals of typography, with emphasis on the formal aspects of designing with typographic elements, and the responsibilities inherent in working with visible language.

Prerequisite: Take FND/GPK-111 Type 1
Course Credit: 3

Typography 3: Context (ADT-212)

This course asks students to apply what they have learned in Type 2 to particular contexts, allowing the individual nature of the project content and audience to start influencing and determining their typographic choices.

Prerequisite: GPK-151 Type 1
Course Credit: 3

Visual Concepts (ADT-203)

This course provides conceptualizing process, design, and production of creating still images for advertising. It focuses on formulating effective ideas for images that communicate the message, as well as constructing outstanding visuals.

Prerequisite: n/a
Course Credit: 3

   
.Credits.Copyright.Privacy Policy.Terms of Use